PARADIGM
Digital Marketing
We create breakthrough digital marketing campaigns that tell your brand story and drive engagement with your audience. We continuously analyze industry trends and data to develop insights to build impactful and compelling digital content strategies. From social media marketing and content development, to influencer outreach and digital video production, we ensure your message is delivered to the right audience at the right time.
Planning and Reporting:
We approach social and digital marketing strategy with a cohesive lens, ensuring that digital campaign elements work hand-in-hand with traditional public relations or experiential marketing tactics to meet all program objectives.
Our strategic social and digital marketing programs help our clients’ brands foster a connection with the target audience, grow their online community, and share their core values in a way that is both meaningful and engaging. We employ both organic and paid content strategies to help clients meet and exceed their business and communications objectives.
INFLUENCER MARKETING
We help build trust and brand affinity through dedicated influencer partnerships. Each individual influencer partnership is strategically aimed at helping the brand or organization achieve its communication or business objectives – whether that is increasing awareness, promoting a new product, or driving sales.
At the start of each influencer marketing program, we execute a rigorous selection process, which carefully considers the influencer’s credibility, following, engagement, and quality of content. Once a program’s partners are selected, we ensure that influencers are provided with detailed messaging and content guidelines to guarantee engaging, informative content for both their audience and the brand. We then negotiate detailed contracts with influencers to ensure all program deliverables will be met and our clients receive the best possible ROI.
What we do
Our social and digital marketing services include:
Community Management
- Community Engagement
- Consumer Response
- Page Monitoring
- Crisis and Issues Management
- User-Generated Content collection, management and page monitoring
Influencer Marketing
- Influencer Research and Negotiation
- Influencer Management
- Content Development
- Instagram Live Events
- Brand Handle Takeovers
- Paid Program Amplification
Social Media Strategy
- Strategic Planning
- Social Audits
Creative Advertising and Web Design
- Social Content Creative
- Digital Ads
- Traditional Print and Digital
Videos
- Creative Development
- Script Writing
- Production Management
Contest and Promotions
- Digital Promotions
- Social Contest
- Contest Creative, Promotion and Prize Fulfillment
Media Buying and Media Strategy
- Paid Social Strategy and Media Buying
- Digital Media Strategy and Media Buying
- Search
- Publisher Partnerships
Website Development
- Websites
- Microsites
- Digital Sampling Programs
Campaign Analytics & Evaluation
- Monitoring
- Social Listening
- Evaluation
Content Development
- Copywriting
- Infographics
- Website Copy
SOCIAL AND DIGITAL MARKETING
Case Studies
Playtex Baby
Challenge:
Paradigm is the North American digital, PR and XM AOR for Playtex Baby, a leading baby products brand. As a Toronto based digital agency, Paradigm is responsible for digital marketing services including creative, social content, media buying, community management, video, photography and influencer marketing in the US and Canada.
The ongoing challenge is in positioning the Playtex Baby brand as relevant to prenatal and new moms, in a limited budget environment where there are larger competitors, with deep pockets, taking market share away from the 50-year-old brand.
Solution:
The brand’s target audience is prenatal and new moms – two groups with significantly above average time spent on social media platforms. As a result, Paradigm’s digital marketing strategy is to focus largely on social media platforms to connect with the core audience, with additional spend focused on targeted publishers in the baby space. Paradigm employs a high touch strategy for the brand’s social platforms.
Digital creative development and media buying are executed together to ensure maximum optimization against best performing content and maximum flexibility – quick creative enhancements and ongoing analytics ensure budget is consistently outperforming in terms of ROI.
Contests, promotions and giveaways feature heavily in organic content as a means to engage with the community and demonstrate brand value and relevance.
Influencers, called #PlaytexMoms, are featured in takeovers and static posts designed to drive sales and reinforce brand relevance.
Results:
Paradigm’s digital media strategy has continually outperformed the previous year’s results, despite a declining year over year overall spend. In the first half of 2020, there were more than 21 million impressions with close to 100,000 link clicks to retail and a solid return on ad spend, despite a significantly scaled back budget.
Organic content reinforces brand relevance and consistently outperforms industry standards on both Facebook and Instagram – with the brand’s unique “Momtras” and video content generating the highest engagement.
Insurance Bureau of Canada Alberta Outdated Auto Insurance Regulations
Challenge:
The election of a new government in Alberta presented a prime opportunity to motivate politicians to consider changes to the Property & Casualty Insurance industry in Alberta. The industry wanted to open the door to discussions about regulatory change needed to improve the customer experience for Alberta drivers.
There was a need to demonstrate to government that the industry is hampered by excessive and outdated regulations, and that there are immediate benefits to consumers if regulations were changed to allow for innovation.
As a Toronto-based digital marketing agency, Paradigm was tasked with creating a campaign that would motivate changes to auto insurance regulations in Alberta.
Solution:
To create a compelling campaign that reinforced the benefits of change to government and Albertan drivers, Paradigm developed The MOOT (Museum of Outdated Technology), a fictional gallery showcasing the best in obsolete items, including insurance paperwork.
The MOOT was brought to life through a digital video and series of social posts with a supporting media buy that geotargeted the legislature in Edmonton, using Facebook and Twitter, to reach key politicians and stakeholders by job title and interest targeting on LinkedIn.
Results:
Reaching politicians with a humorous message worked. On August 12, 2019, the Alberta government announced it was changing auto insurance regulations, allowing insurance companies in the province to move to electronic proof of insurance.
On October 11, the government amended the Fair Practices Regulations to allow insurers to send notice of policy cancellations electronically. Insurance Bureau of Canada advocated for this change in tandem with advocating for digital pink slips. These two changes made Alberta the first province in Canada able to provide a fully digital insurance experience to consumers.
